Amazon Fire Phone drops to £99 for one day

Amazon has dropped the price of its under-performing Fire Phone to just £99 for one day only.

The Amazon Fire Phone only launched here in the UK back in October, but its usual £399 price tag has been ditched for a day. It currently costs just £99.

It’s well documented that sales of the Amazon Fire Phone have been nigh-on catastrophic, with a poor critical reception and steep initial pricing. Even Amazon Senior Vice President of Devices David Limp admitted that the company got the pricing wrong.

Another issue with the phone is its heavy-handed Amazon integration, which involves a bloated custom UI and a complete lockout for many Android apps. Though it’s built on Google’s mobile OS, you don’t get access to the Google Play Store.

Still, for £99 the Amazon Fire Phone is an entirely different proposition. After all, for that low-end smartphone price you’re getting a comfortably upper-mid-range handset.

The Amazon Fire Phone comes with a 4.7-inch 720 IPS display, a quad-core Snapdragon 800 CPU, 2GB of RAM, and 32GB of internal storage. Around back there’s a competent 13-megapixel camera.

You also get some features that are unique to the Amazon Fire Phone, such as an array of front-facing cameras that track the positioning of your face to give what’s called a Dynamic Perspective – essentially a cool 3D effect. It also means that you can scroll through menus simply by tilting the phone.

Amazon Fire Phone users also get access to Firefly and Mayday. The former is a universal search function that uses the Fire Phone’s camera to search for objects, while the latter offers free customer support via video call.

The Amazon Fire Phone is available for this price as Amazon’s Deal of the Day promotion on the Amazon UK website.